China Entertainment: Director’s happiness is so simple

The box office of "Under the Red Cliff" was so different from expectations.

Apart from anything else, everyone generally feels that the market potential is not as great as everyone thinks.

The market consumption potential during this period has been greatly tapped.

Fans were repeatedly plucked out of their pockets.

Going to the movies is still a high-consumption activity for most people. How many times can we do it again?

Some people say that this is also the reason why the two biggest periods of the year, the summer season and the Lunar New Year season, are several months apart.

After all, this place is old and beautiful.

In addition, the Spring Festival period has always been so cold, and there are fundamental factors.

Because the Spring Festival is the time to go home and celebrate the New Year.

Just this once a year.

Everyone is busy celebrating the New Year, so how can we have time to go to the cinema?

Therefore, going to the theater to consume is a matter for a few people and does not represent the public.

No matter how awesome you are, can you change thousands of years of tradition?

This can be seen from the online pre-sale data of three movies during the Spring Festival.

It’s January 20th, less than a week before the Spring Festival.

The total pre-sales of the three movies was only 120 million.

The three movies are scheduled in 4:3:3, among which "Wonderful Night 2" has the highest filming schedule.

The number 120 million would be explosive when compared to other movies, but of course it would fail when compared to Stars.

Market pessimism appears to be contagious.

When Lu Pingan announced the Spring Festival stalls at the beginning, everyone's emotions were not so strong.

But now there is the barometer warning of "Under the Red Cliff".

Many people felt that Lu Pingan was really impulsive this time.

The film business of "Red Cliff" was waiting for peace to fall.

Of course, there are still many optimistic people.

Some people are optimistic about Lu Ping An for no other reason than because that person is Lu Ping An.

Those who looked further ahead were already waiting for this delicious dish to be served.

There are many disturbances from the outside world.

The stars remain unmoved.

Everything is planned and executed in an orderly manner.

As for the results, again, just work hard!

The time soon came to January 23, the night of the New Year’s Eve.

So far, the total online box office pre-sales of the three movies have reached 170 million.

The average is less than 60 million per unit.

From the perspective of the past, it was just one word: "miserable".

Which of the previous Star movies did not have pre-sales of more than 100 million?

Don't talk about the stars.

For the Lunar New Year releases "If You Are the One" and "Under the Red Cliff", pre-sales exceeded 100 million.

But in fact, Lu Pingan is still very satisfied because this has exceeded his expectations.

On the one hand, not all theaters across the country will be open during the Spring Festival.

Even though Lu Pingan has been calling for the Spring Festival stalls for a long time, the New Year is getting bigger and bigger, and it involves costs. In the past few years, the Spring Festival has not been very profitable, so many theaters have not responded to the call.

Fortunately, these are basically theaters in second-tier cities.

Most of them have one or two days off during the Spring Festival, and most have five or six days off.

If it is not open, there will be no pre-sale.

Therefore, the overall number of theaters currently open for pre-sale is more than 30% and nearly four levels lower than during the Lunar New Year period.

On the other hand, the higher authorities have begun to implement a new standard for "refund and change" of pre-purchased tickets, and Maoyan Piaopiao is the pilot because he is the only one in the family.

The new standard proposes a "tiered" refund standard: the ticket purchase fee should not exceed 20% of the ticket price, the "refund or change" fee will be waived for more than 24 hours, and the fee for 2 to 24 hours will not be higher than the ticket price. 10% handling fee.

At the same time, the time and number of online pre-orders in theaters are limited.

In the past, no one cared about it. There was no limit to the number of pre-order shows in theaters, and movie fans could buy whatever they wanted. If they bought tickets for two weeks later, because there was a box office, no matter how bad the quality of the movie was, there was always a reason not to withdraw it or to cancel it. Adjusting the film schedule means adjusting the film schedule, and the refund process is also relatively cumbersome for movie fans.

This is very beneficial for blockbusters and some films with impure purposes.

This was how Xingchen used to be. As soon as pre-orders started, all the films scheduled for the next two weeks were released.

So the pre-order box office data is certainly terrifying.

Other blockbusters are also following the same example, but in this way, small films with little success are constantly being squeezed.

Now that the new policy has come down, the time for film studios to open pre-orders is limited to 3 to 7 days before release, and can be increased to 15 days for special schedules, such as summer schedules, Lunar New Year schedules, and the Spring Festival schedule that is very likely to be formed in the future.

In addition, once pre-orders are opened, screenings can only be scheduled within a maximum of seven days from the date of release.

Furthermore, during the screening period, fans who pre-purchase tickets can only purchase tickets for a maximum of 7 days.

This gives small films a lot of room for survival.

For Xingchen, the current box office of 170 million is only the box office of theaters that opened during the Spring Festival and opened pre-orders for the first week of movie schedules.

Nearly 40% of theaters have not opened pre-orders, and they have to wait until they open to join the battlefield.

So if we follow the previous standards, this time it will actually not be much less than when it was placed in the Lunar New Year stall.

Of course, some objective facts considered by the outside world must be recognized.

It's the Spring Festival.

New Year's Eve.

Watching movies is not a necessity.

Some big cities will become empty cities.

But.

Lu Ping'an doesn't think this is a problem.

Because movie-watching habits can be guided.

Otherwise, why would the Spring Festival stall become the largest slot later?

During the promotion, Lu Ping An also made no secret of expressing his confidence in the movie and the Spring Festival release.

He even directly announced that tomorrow he will open pre-orders for the New Year's Eve screenings in 69 theaters in 8 first- and second-tier cities across the country in the early morning of the first day of the Lunar New Year.

This time, the reporters and the audience were very surprised.

Many people feel that Lu Ping'an's confidence seems to be excessive.

After all, it was the early morning of the first day of the Lunar New Year. Would anyone really watch the movie?

Of course, most people expressed strong expectations.

The reason was mentioned before, just because he is Lu Pingping.

The best director in the country who never disappoints.

The weight of what you say is beyond the reach of others.

So soon a reporter asked: "Will there be a screening?"

The reporters couldn't hold back anymore and wanted to feast their eyes on it in advance.

But Lu Ping'an still said confidently: "We agreed that it will be released during the Spring Festival, and it will be released during the Spring Festival. Of course, you can also regard the New Year's Eve screenings as spot screenings. There are huge discounts on the New Year's Eve screenings, so remember to grab your tickets!"

Confidence is contagious.

So soon, the next day, New Year’s Eve, Maoyan tickets opened for New Year’s Eve reservations.

Everyone thought sales would be bleak.

As a result, three films directly set sales records.

In just one second, all the New Year’s Eve movies in 69 theaters across the country were sold out on New Year’s Day!

At the same time, countless people shouted that they could not get tickets.

Countless people were also surprised there.

What the hell, there are so many people rushing to watch a movie during the Chinese New Year? !

Friends of Lu Ping An are also very curious about this issue.

Wu Jing asked this question when he was drinking wine.

Lu Ping'an smiled slightly: "You don't understand the post-90s generation, just like you don't understand what type of role you are suitable for."

Wu Jing: "."